A website is the first step in establishing a credible digital presence, and creating one is essential for any company venturing online. Unfortunately, many companies adopt a “one and done” approach to website design—they create and publish their site, then rarely revisit it to ensure it remains fresh and relevant.
Periodic website reviews are crucial, especially if you're retooling your marketing efforts to target older users. This practice, often referred to as a website audit, can take anywhere from a few hours to a week, depending on the complexity and currency of your site.
What is a Website Audit?
A website audit examines the design, layout, fonts, colors, and written content of your site. It also reviews attached videos, links, and PDFs. Here are key considerations for engaging the older generation:
Barrier to Entry
Does your website require an email address for entry? Older customers are wary of spam and resist providing their email just to view a site. Studies show that this approach is counterproductive and leads to a high rate of customer loss.
Design
Fonts and Colors: Ensure fonts are simple and easy to read, and use high-contrast colors.
Visuals: Use pictures rather than complex illustrations. "How-to" videos should be easy to follow, with clear sound and high-definition video.
Language: Avoid acronyms, slang, and references to current cultural icons, as these may not be understood by older users.
Grammar
Baby Boomers value proper communication, both oral and written. Spelling mistakes, poor grammar, or poorly worded text can be irritants. Utilize available tools to edit your texts and create professional copy for advertising and marketing materials.
Contact Information
Make sure your company name, address, and contact information are clearly visible. Provide a way for customers to speak to a real person, rather than a distant service desk or a confusing phone menu. Older customers appreciate a personal touch.
The Purchasing Process
If you sell products on your website, ensure pricing and return policies are clear, and that the sales mechanism is smooth and user-friendly. Older customers are more likely to abandon a complicated process and may not return.
A formal website audit focuses on the entire website and is not intended to point fingers. It can be an invaluable tool as you revamp your marketing efforts to include the older generation.
Would you like to schedule a website audit or a workshop to understand the process better? Please contact me at 206-643-8563 or janet@janetdavidson.net.
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